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CONSUMER BEHAVIOUR
Effective marketing requires insight into consumers’ mind. It ensures that the right
product are conceived, produced & offered to the right consumer in the right way.
What influence consumer behavior: - There are 3 factors that influence consumer
behavior:
1. Cultural factors: - Culture: It is the fundamental determinant of a person’s want &
behavior. Ex. - American child > Material comfort, achieve & success, freedom,
activity, external comfort, individualism, youthfulness AND Indian middle class
child, Respect & care the elders, Honesty, integrity, hard work, achievements &
success, sacrifice etc.
Sub-culture: Each culture consists of smaller sub-culture that provides more specific
identification & socialization for their members. Subcultures include nationalities,
religious, racial group and demographic region. Multicultural marketing came from this
concept.
Social life: All of the human societies have any social life. Social classes have several
characteristics. First one social class differs in dress, speech pattern, and many other
characteristics. Second one, persons are perceived as occupying inferior or superior
positions according to social classes. Third, social classes indicated by a cluster of
variable for example, occupation, income, wealth, education & value system etc. And
fourth one individual can move up and down the social-class ladder during the lifetime.
Social classes show distinct product & brand preferences in many areas including
clothing, home furnishing, leisure activities and automobiles. For example
KELLOGG INDIA: Kellogg cornflakes: Indian consumer use hot milk {firstly failed.}
GE FINANCIAL: Hispanic community (from Spain): 2 years research, Spanish language
call center, launches web-site, tapped bilingual agents in key cities to sell GE product.
2. Social factors: - Reference group: A person’s reference consists of all the group that
have a direct (face to face) or indirect influence on his/her attitude and behavior.
There are 3 type of Reference group (a.) Membership group: Groups having a direct
influence on person. Some membership groups are primary group such as family,
friend, neighbors, colleagues, etc. People also belong to secondary group like
religious, professional and trade unions etc. (b.) Aspirational groups: People are also
influence by groups they do not belong & hopes to belong. (c.) Dissociative group:
These are those whose values or behavior an individual rejects.
Family: The family is the imp. Consumer buying organization. In society and family
members constitute the most influential primary reference group? Family members
influence buying decisions. In the traditional joint family grand parents. Nuclear
family husband & wife both. Children & teenagers are targeted by internet.
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CONSUMER BEHAVIOUR
A person participates in many groups – Family, clubs, and organization etc. The persons’
position in each group can be defined in terms personal roles & status.
ROLES: A role consists of the activities a person is expected to perform.
STATUS: Each role carries a status.
People choose product that reflect & communicate their roles & actual status in the
society. For ex.-
Motivation: A motive is a need that is sufficient pressing to drive the person to act.
Three of the best known theories of human motivation: -
• FREUD’S Theory: - Sigmund Freud assumed that the psychological shaping people’s
behavior is largely unconscious and that a person can’t fully understand his or her own
motivation. A technique is called ‘laddering’ can be used to trace a person’s motivation
from the stated instrumental ones to the more terminal ones. Then the marketer can decide
at what level to develop the message & appeal.
• MASLOW’S ’Theory: - Abraham Maslow sought to explain ‘why people are driven by
particular need at particular time. Why does one person spend considerable time & energy
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CONSUMER BEHAVIOUR
on personal safety?’ This theory helps marketers understand how various products fit into
the plans, goals & lives of consumers.
• HERZBERG’S Theory: - Fredrick Herzberg developed a two factor theory that tells between
‘Dissatisfiers’ (factor that cause dissatisfaction) & ‘Satisfier’ (factor that cause satisfaction). The
absence of ‘Dissatisfiers’ is not enough; ‘Satisfier’ must be present to motivate a purchase. Ex.-
This theory has two implications. First, seller should do their best to avoid dissatisfiers & second,
the sellers should identify the major satisfier or motivator of purchase in the market & supply them.
• Selective distortion: It is the tendency to interpret inf. in a way that will fit our
preconceptions. It can work to the advantage of marketers with strong brand when
consumers distort neutral brand inferior to the it is more positive.
• Selective retention: People will fail to register much inf. to which they are exposed
in memory but will tend to retain inf. that supports their attitudes & beliefs Because
of selective retention. It means we are like to remember goods points about a product
which we like & forgot good points about the competitors.
Buying decision
process
-Problem
recognition
- Inf. search
-Evaluation of
alternatives
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-Purchase
decision
-Post purchase
behavior
CONSUMER BEHAVIOUR
Consumer
Psychology
Marketing Other stimuli -Motivation
stimuli -Perception
-Product & -Economic -Learning
services -Tech. -Memory
- Price -Political
-Distribution - Cultural
&
Communicati- Consumer
on Characteristics
Purchase decision
-Cultural
-Social -Product choice
- Personal -Brand choice
-Dealer choice
-Purchase amt.
-Purchase
timing
-Payment method
Learning theory teaches marketer that they can build demand for a product by using
motivating cues & providing +ve reinforcement.
Problem recognition: The buying process starts from the problem recognition. The can
be triggered by the internal or external stimuli. For ex –
Marketers need to identify the circumstances that trigger a particular need by gathering
inf. from a no. of consumer.
• Beliefs & attitudes: Through experience & learning, people acquire beliefs &
attitudes. These influence buying behavior. A belief is a thought that a person hold
about something. And an attitude is person’s enduring favorable or nonfavorable
evaluation, emotion feeling, Action tendency towards some action & idea.
• Expectancy value model: Which brand consumer like he expect that the satisfaction
of that particular brand which he/she like. for ex. –
Purchase decision: In the decision making to purchase a product from market the
consumer has five sub-decisions: Brand, Dealer, Quantity, Timing and payment method.
Attitudes Unanticipated
of others situational factor
Purchase
intention
Evaluation of
alternatives
Post purchase behavior: After the purchase the consumer might experience about the
marketing strategies. Marketing communication should supply beliefs & evaluations that
support the consumer’s choice & help him or her feel good about the brand.
• Post purchase satisfaction: Satisfaction is a function of the closeness between
expectation & the product performance.
• Post purchase action: It depends on the consumer’s satisfaction. If he/she
• Post purchase use & disposal: marketers should also monitor how buyers use &
dispose of the product.
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CONSUMER BEHAVIOUR
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CONSUMER BEHAVIOUR
Upbeat
Colou Sunshi
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Fun
Singles
Nutriti
Fruits
-on
Fresh- Contem
ness -porary
Pinea- Innov-
pple ative
Escape Useful
Refres
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